TY  - BOOK
AU  - Perreault,William D.
AU  - McCarthy,E.Jerome
TI  - Basic marketing: a global-managerial approach 
SN  - 0256139903
SN  - 987025613
AV  - HF5415.13 .M369 
PY  - 1996///
CY  - Chicago
PB  - Irwin
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and index; Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Finding target market opportunities with market segmentation -- Evaluating opportunities in the changing marketing environment -- Getting information for marketing decisions -- Demographic dimensions of global consumer markets -- Behavioral dimensions of the consumer market -- Business and organizational customers and their buying behavior -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Logistics and distribution customer service -- Retailers, wholesalers, and their strategy planning -- Promotion -- introduction to integrated marketing communications -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Developing innovative marketing plans -- Implementing and controlling marketing plans: evolution and revolution -- Managing marketing's link with other functional areas -- Ethical marketing in a consumer-oriented world: appraisal and challenges
ER  -